Master of Agribusiness / Department of Agricultural Economics / Jason Bergtold / It is challenging to know when customers are satisfied or dissatisfied with a product
or service. Feedback mechanisms such as surveys are frequently used to gain feedback and
evaluate the customer’s perceptions of the product or service. John Deere, like most
companies, takes an active role in understanding customer satisfaction, using surveys and
feedback through field teams and the dealer channel. Shortcomings with this method
include the need for customers to voice their complaints first, which can take a significant
amount of time, delaying John Deere from providing needed service.
The purpose of this research is to examine the usefulness of using primary
diagnostic data collected by John Deere to assess customer satisfaction. Specifically, to
examine if the number of diagnostic trouble codes (DTCs) on a John Deere 8R series row
crop tractor experiences has an impact on customer satisfaction scores reported on surveys.
Then determine if this data would be useful to help identify dissatisfied customers
proactively.
Statistical analysis and regression were used to understand the impact DTC’s have
on customer satisfaction. Analysis indicates that for every 100 Total DTC’s a machine
exhibits one could expect to see a 4 point reduction in overall CSI score by the customer.
This information may prove valuable in being able to understand customer satisfaction
more proactively.
| Identifer | oai:union.ndltd.org:KSU/oai:krex.k-state.edu:2097/19760 |
| Date | January 1900 |
| Creators | Bartholomay, Aaron Robert |
| Publisher | Kansas State University |
| Source Sets | K-State Research Exchange |
| Language | en_US |
| Detected Language | English |
| Type | Thesis |
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